Live-odds advertising ban to apply in South Australia from August 1

A ban on live-odds advertising will take effect from the start of next month in South Australia.

Premier Jay Weatherill said South Australians would no longer be bombarded with live-odds advertising on commercial television, radio or at sporting grounds.

He said the Independent Gambling Authority (IGA) had approved the Government's 'fast-tracked' application for a ban.

"We wanted to make sure there was separation between sport and gambling in this way, between something that is seen as a pastime and something that's increasingly being turned into just another opportunity for gambling," he said.

"We think that's an important separation and we think a line in the sand needed to be drawn and we feel this is an important opportunity to do it."

Mr Weatherill said betting agencies that breached the regulations would face on-the-spot fines of up to $100,000 and withdrawal of their authorisation to operate in South Australia.

"We know that these are practical and responsible changes and importantly, we know they can be implemented quickly," he said.

The Government said the IGA declined Free TV's request that the live-odds ban not apply to entertainment programs broadcast at the same time as a live sporting event.

The Premier said this could have let any channel not broadcasting the sporting event advertise live-odds while a game was on.

Independent Senator Nick Xenophon said it was a step towards banning all advertising in sport.

"This is a good day for sports fans, for parents and for kids and a bad day for Tom Waterhouse," he said.